While universities have long promoted their programs with t-shirts, hats and other wearable swag, New Mexico State University may have found the ultimate vehicle to push its brand — beer.
According to the El Paso NBC affiliate, NMSU’s officially-licensed beer is becoming a best seller at local restaurants.
NMSU’s Pistol Pete’s 1888 Ale was launched less than two years ago. Since then, the can design, which features the Aggie fight song and school colors, has won an award at an international marketing competition.
What’s inside has also won accolades. Pistol Pete 1888 Ale won a bronze medal against more than a hundred beers during the Great American Beer Festival.
Just like the sale of branded apparel, a portion of all sales from the beer goes back to NMSU.
"The nice thing about a consumable, whether it's a food product or a beverage product, you know you're constantly buying or drinking a beer and you're buying more of those,” said Mario Moccia, NMSU athletic director. “So the potential for revenue is higher than let’s say a t-shirt or a polo."
The beer is sold at NMSU games, as well as New Mexico restaurants and grocery stores.